Act quickly on customer insights to deliver meaningful experiences
A business’ success or failure can often be linked directly to the quality of their customer and employee experiences. The top reason customers switch brands is because they feel unappreciated; while 83% of employees would consider leaving their current company for a similar role with a company they perceive as more empathetic.
To keep customers and employees happy and loyal, organizations need to establish and nurture meaningful connections. This starts with listening to what it is they really want. 77% of consumers have a more favorable opinion of brands that proactively invite and accept customer feedback. More than that, they want companies to take the input and turn it into action. For instance, companies who implement effective actions based on employee feedback have double the employee engagement scores over those who don’t. Unfortunately, collecting and acting on input that can lead to more productive and satisfying experiences is easier said than done.
The challenges with experience data
When it comes to experience data, most customer service and support teams face several challenges. Typically they are dealing with:
- Limited data: Data collection is often rudimentary and limited to basic satisfaction scores, which means companies lack the detailed experience data they need to drive meaningful actions or improvements.
- Disconnected systems: The systems used to manage service and support interactions are completely disconnected from the systems used to collect experience information. This makes it difficult to use experience data to drive specific workflows, processes, or actions, so it’s practically impossible to pinpoint how best to optimize or personalize service delivery to increase the value of the experience.
- Incomplete information: Front line agents usually don’t have any visibility into customer experience data. This limits their ability to understand the context of a customer’s experience and makes it harder for them to appropriately personalize service delivery to increase customer value and reduce the risk of churn. 30% of consumers say the most important aspect of customer service is speaking with a knowledgeable and friendly agent.
An inability to capture and leverage experience data can lead to sub-optimal service experiences, greater dissatisfaction for both customers and employees, higher service costs, and lower revenue.
How ServiceNow and Qualtrics help companies use experience data to fuel great experiences
To solve these challenges and achieve better outcomes, ServiceNow and Qualtrics have teamed up to help joint customers turn insights into action and deliver next-generation service experiences. By leveraging the combined power of ServiceNow’s digital customer workflows and Qualtrics’ experience management capabilities, companies can use sentiment data to improve workflows and redefine experiences. For example, customer service teams can use experience insights to improve case resolution workflows, which can help increase customer loyalty, decrease churn, and deliver true personalized experiences, at scale.
Phase I (October 2020)
The initial integration between ServiceNow and Qualtrics (Qualtrics Spoke 1.0) allowed organizations to capture post-service feedback across channels and trigger ServiceNow workflows to turn insights into action. A ‘Look up Contact by Email’ integration action was provided out-of-the-box, making it easy for companies to quickly begin leveraging experience data to optimize service workflows.
Cases and incidents in ServiceNow could be automatically updated with experience data from Qualtrics to enable organizations to close the loop with customers. For instance, workflows could be initiated for those customers who had a bad service experience, automatically creating and routing tickets to the right team members to follow up and try to reach a satisfactory resolution. Agents had better experience data at their fingertips, which they could use to understand the customer and provide more tailored service experiences.
Phase II (November 2021)
The recent ServiceNow Store release introduces an updated version of the integration (Qualtrics Spoke 1.1), which is compatible with Quebec+ releases of ServiceNow. The ‘Look up Contact by Email’ integration action now uses an enhanced Qualtrics API that pulls additional experience data from Qualtrics, including customer value and sentiment information, to provide even richer customer profiles. This will empower companies to create different flows within ServiceNow to provide tailored service experiences, based on real-time customer value and sentiment attributes, that can increase loyalty and spend.
For instance, take high value customers who have a low satisfaction score. They represent a high-risk customer segment that most companies would like to avoid losing (because attracting a new customer is 6-7 times more expensive than retaining a current one).
So, if there is a service outage, the company can provide an experience for their high-value/low-satisfaction customer segment that best mitigates the impact of the outage. For instance, when a high-value / low-satisfaction customer comes online to check out what’s happening, ServiceNow® Engagement Messenger, which is a virtual agent service that can be embedded on any web site, can immediately identify them and proactively propose a mitigating action (e.g., offer a credit or connect them with a live agent). For other customers, different, more economical treatment can be offered to appropriately address the outage.
Delivering better-tailored experiences helps companies improve both customer satisfaction and customer retention. Additionally, it can help them reduce operational costs by putting their focus on the customer segments that will deliver the best returns (e.g., high-value customer segments with low satisfaction).
How it works
Qualtrics Spoke 1.1 offers two main components:
- Flow Designer flows, delivered as sample implementations, sync contact or consumer information from ServiceNow to Qualtrics. Once integration is set up, contacts are created and updated synchronously.
- IntegrationHub actions are available as out-of-the-box products. The ‘Look up Contact by Email’ integration action retrieves rich customer profile information in real-time.
ServiceNow’s Qualtrics Spoke 1.1 retrieves data in real-time from Qualtrics. From there, the data can be used to create any number of powerful workflows—if you can think it, you can automate and digitize it. The data can also be presented to customer service agents to help them provide better, more personalized service in the moments that matter.
In summary
The Qualtrics Spoke 1.1 enables companies to turn experience data into personalized real-time service that can improve customer satisfaction and loyalty. It also helps companies focus on high-value customers who are at risk, allowing them to measure and use customer feedback and sentiment to target different customer segments, which can reduce churn and operational costs.
Licensing
The Qualtrics Spoke Customer XM integration requires Customer Service Management Standard, IntegrationHub Professional Edition, and a subscription to Qualtrics.
For More Information
To learn more about the ServiceNow Customer Service Management and Qualtrics Customer XM integration, please check out the solution brief. To experience the power of the ServiceNow and Qualtrics integration, download the Qualtrics Spoke from the ServiceNow store today. Or visit the ServiceNow and Qualtrics page to learn more. If you have feedback, we’d love to hear it, simply contact us here.
